Blue Ocean Strategy

How leaders can innovate and achieve growth without displacing industries, companies or jobs.

Adopting a blue ocean perspective can allow you to reach beyond your existing industry’s customers.

With limited resources at hand, companies need to stay smart and efficient when it comes to investing in innovation.

Four questions to help you rethink industry logic and existing practices to prepare for a powerful comeback.

A blue ocean mindset uncovers hidden opportunities amid the Covid-era economic crisis.

Value innovation is the cornerstone of new market creation.

How to shift from dividing to expanding the economic pie.

Retailers are focused on competing instead of creating.

Why non-disruptive creation is as important as disruption in seizing new growth.

The market dynamics of value innovation.

The ten-year expanded edition of Blue Ocean Strategy came out this year. Blue ocean strategy continues to grow in popularity across the world and is widely used in practice and in MBA and executive education classrooms. INSEAD Knowledge interviews Professors W. Chan Kim and Renée Mauborgne to understand the strategic edge it brings, its impact on business education at INSEAD and around the world, and what we can expect in the future.

High performing and sustainable market-creating strategies align value, profit and people.

The rising needs of consumers and their increasing voice means organisations need to move in new, creative directions.

Firms trying to tap into new markets for growth often fall into the traps of putting resources into wooing existing customers and investing heavily in value-added offerings. But this won’t get them to blue oceans.

We recently had the opportunity to interview Shawn Busse, CEO of Kinesis – a Portland marketing firm founded in 2000. When his company started to feel the impact of the downturn in 2009, Shawn turned to Blue Ocean Strategy to change the course of the company and steer it towards uncontested market space. This blue ocean journey has allowed Kinesis to enjoy becoming one of the Portland Business Journal’s 100 fastest growing private companies three years in a row, and be selected as a 2015 Portland Business Journal Small Business & Innovation Award honoree.